Please use our links: LEGO.com • Amazon
Brickset.com is a participant in the Amazon Services LLC Associates Program, the Amazon.com.ca, Inc. Associates Program and the Amazon EU Associates Programme, which are affiliate advertising programs designed to provide a means for sites to earn advertising fees by advertising and linking to Amazon.
As an Amazon Associate we earn from qualifying purchases.
(She did also indicate that they had just re-vamped the CMF website just before the release of Series 13, and concluding the promotion was part of the internal re-design.)
If id have to guess, its probably a result of people being desperate to have the "real deal" mr gold instead of paying 30 bucks for a custom.
Its like the CMF series 1. Why are people buying the real deal that cost upwards for 150+ for a full set when you can get a full set for bootlegs for under 20 bucks? I got a set for 12.01 and they look epic.
I don't think Lego suffered from an exclusive figure being difficult to find.
I'm not sure what the sales figures were for Series 8 and 9, but if the promotion for 10 reinvigorated sales, then you wouldn't make it an annual event.
TLG has done a few of these promotions over the years, and I'm sure they weigh consumer frustration.
I don't view that as any different than bloggers bemoaning the cost of Lego, right after they purchase all of the sets...